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1998 (4)

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Research paradigms, television, and social behavior
Authors: ---
ISBN: 076190655X 0761906541 1322418063 1483328201 145225026X 9781452250267 9781483328201 9780761906544 9780761906551 Year: 1998 Publisher: Thousand Oaks, Calif. Sage

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Abstract

This book provides an understanding of television research from both the quantitative and qualitative perspectives. It systematically analyzes the various research paradigms used in the study of televison, and focuses on the integration of quantitative and qualitative methodologies as a means for understanding the complexities associated with this medium. The information is presented in a straightforward and engaging style, and concrete step-by-step examples of how to conduct major research and evaluation projects are provided.

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